Exam 2: Section 2: Dual Modes in Social Cognition

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Stimuli related to threat or hostility tend to be processed quickly and automatically. For example, faces that look even a little bit angry tend to lead to activation of the amygdala and very rapid judgments about the target's untrustworthiness Todorov et al., 2008). When perceiving groups, individuals who appear angry stand out more than individuals who appear happy Hansen & Hansen, 1998). As people tend to automatically encode information relevant to current needs Bruner, 1957; Aarts, 2012), it stands to reason that stimuli relating to threat - and, therefore, the immediate need for self-preservation - would be quickly and automatically encoded.

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An example of a new study that would benefit from the use of subliminal priming is one examining the effects of subliminal messaging on consumer behavior. In this study, participants could be exposed to subliminal messages related to a specific brand or product, and their subsequent purchasing decisions could be measured. Conscious priming would not work as well in this study because participants may be influenced by their awareness of the priming stimuli, leading to biased or altered responses.

On the other hand, a study in which conscious priming would be preferable is one investigating the impact of positive affirmations on self-esteem. In this study, participants could be consciously exposed to positive affirmations and then their self-esteem levels could be measured. Conscious priming would be preferable in this case because the participants' awareness of the affirmations is essential for the intended impact on their self-esteem.

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Why do some researchers argue that free will is an illusion? Cite specific examples. Some scientists, such as Wegner, believe that conscious will is in fact an illusion, caused by thinking about the action before they do it Wegner, 2003; Wenger & Wheately, 1999). Instead of the individual consciously deciding to complete an action, Wegner and others like John Bargh 1997) argue that characteristics of a situation can directly prime motives, thoughts, and behavior - free will has little to do with it. In one experiment, a subliminal prime caused participants to feel they had caused an outcome in a computer program, when in fact they had no control over the situation Aarts, Custers, & Wegner, 2005). In another experiment, participants who caused injury to a "voodoo doll" of another participant believed they had a causal role in their partner's subsequent headache Pronin, Wegner, McCarthy, & Rodriguez, 2006).